October 2025

💅 New features in the segment explorer

We've made a number of enhancements to the segment explorer to improve usability, provide more comprehensive data analysis and streamline your workflows.

Segment performance

For more granular analysis across different markets or customer segments, you can now create new filters to compare against your initial segment or filter:

You can also drag and drop your metrics in both Segment Performance and the Customer cohorts table, and arrange them in whichever order you prefer.

Once you save it, this view is personalised to you and will stay the same every time you visit:

You can do the same with the Group by options in the Customer cohorts table:

Export multiple segments at once

Export data for multiple segments simultaneously. 

Customer cohorts

You can now compare two segments in the Customer cohorts table by selecting a comparison segment at the top of the screen:

When reviewing the Customer cohorts table, you'll see that the cells are colour coded red or green depending on how well they are performing. 

Only the highest or lowest values in a column are colour coded. 

The colour coding depends on the KPI; e.g. lower average recency days and higher AOV  will be green while higher average recency and low AOV will be red.

Finally, the first two columns in this table are always frozen:

📈 SMS spending dashboard

See your text message usage and SMS budget consumption in Ometria.

See: SMS spending dashboard

✋Support for SMS STOP words

Ometria now supports opt-out keywords via text message. 

See also: Managing text message marketing preferences

The most common keyword is STOP, but if a contact replies to a text with any of the following, they are unsubscribed: 

• stop
• stopall
• end
• quit
• cancel
• unsubscribe

Be aware: You can only use STOP texts if you are using a long code or short code sender ID. It's not available for retailers with an alphanumeric sender ID.

See: SMS stop and start words

If you have a two way number, and contacts were sending STOP words already, these past unsubscriptions will be back-filled in Ometria.

Don't worry! You haven't been sending to unsubscribed contacts – our SMS sender was already blocking sends for contacts who text "STOP".  What's changed is that the unsubscribes now display in Ometria. 

➡️ Integrate with Gladly

Gladly is an AI customer service software.  

If you're a Gladly customer, you can set up an integration with Ometria to collect data when a new conversation starts in Gladly, along with the latest timestamps. 

See: Setting up a Gladly integration

⚙️Small improvements

• We've increased the character limit on your saved report descriptions to 200. 

• When you select a Sender ID for your text message template in the automation builder, you'll see that Sender ID in your previews. 

• You can now use natural language search in our Help Centre and in-platform help widget. This means you can ask questions like “How do I add a new Sender ID?” and get instant, relevant results - making it faster and easier to find what you need.

• We've updated our SMS double opt-in flow so that when you turn the feature on, any existing subscribers who opt-out and then come back and subscribe again are prompted to double opt-in.